The first Augmented Reality experience on a supplement label in North America? That was EuphoriQ.

Launching a next-gen “smart” pre-workout in a crowded category is never simple — especially when swapping out caffeine for something entirely new. MuscleTech’s EuphoriQ did it with enfinity® paraxanthine — the first major credible, science-backed alternative to caffeine in the supplement industry.

But we didn’t stop at the formula.

I put a QR code on every tub that unlocked the industry’s first interactive Augmented Reality experience to help tell the story of this new ingredient.

The AR experience featured key MuscleTech creators and ingredient inventor Shawn Wells; and also provided AR workouts to help push new users to get the most out of their new preworkout!

Result? Over 900k interactions. This launch didn’t just sell a pre-workout — it delivered an immersive, educational, and shareable experience that positioned MuscleTech as the tech-forward leader in sports nutrition.

Innovation in supplements isn’t just what’s inside the tub anymore.